The star-studded campaign features Tom Brady, Alex Consani, Kate Moss, and more, showcasing Demna's first collection for the Italian fashion house.&nbsp;

The Gucci Primavera campaign is all about falling in love. Demna's debut Fall/Winter 2026 collection as Gucci's creative director was first shown in February at Milan Fashion Week, expressing a vision of lightness and ease. Now, photographed by Michal Chelbin, the campaign brings his collection to life in a new way—and with an all-star cast.&nbsp;
Gucci's global brand ambassadors, Xiao Zhan, Jin, and Ning Ning, are joined by Tom Brady, Shawn Mendes, Alex Consani, British rapper EsDeeKid,&nbsp;Lee Young Ae,&nbsp;&nbsp;Rico Nasty, and Tarzzan, in a series of intimate portraits that embody Demna's dreams for the fashion house.&nbsp;

Xiao Zhan for Gucci's Primavera Campaign. Courtesy of Gucci.

EsDeeKid for Gucci's Primavera Campaign. Courtesy of Gucci

Reminiscent of modern Renaissance imagery, the photography echoes the conventions of classical painting, including composition and grandeur. Consani poses on a sofa, richly overlaid with embroidered fabric, her feet resting on a vintage-style rug. Brady looks directly at the viewer, the wallpapered background juxtaposed against heavy damask curtains.&nbsp;

Jin for Gucci's Primavera Campaign. Courtesy of Gucci.

Lee Young Ae for Gucci's Primavera Campaign. Courtesy of Gucci.

Inspired by Sandro Botticelli’s lush and romantic paintings, including&nbsp;Primavera&nbsp;and The&nbsp;Birth of Venus, at the Uffizi Galleries in Florence, Demna's collection was named Primavera, or Spring. Gucci's collection celebrates this season of rebirth, discovering a new vocabulary of silhouettes and textures that evoke the transformative power of love.&nbsp;

Shawn Mendes for Gucci's Primavera Campaign. Courtesy of Gucci.

Rico Nasty for Gucci's Primavera Campaign. Courtesy of Gucci.

In addition to the campaign, Gucci will also release a short film directed by Johan Renck, which sees Kate Moss lip-syncing to Chris Isaak’s baritone rendition of “Wicked Game” as a room of strangers awakens, pairs off, and falls in love on the dance floor.

NINGNING for Gucci Primavera. Courtesy of Gucci

Tarzzan for Gucci's Primavera Campaign. Courtesy of Gucci.

Emboldened by the emotional intensity of human connection, Gucci's Primavera honors the thrilling sense of possibility that defines newfound love. This campaign articulates Gucci's contemporary, creative identity, and still, it does not forget the legendary fashion house's heritage.&nbsp;

Gucci's Primavera Campaign Brings Demna's Universe to Life

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